Re: Defining Rich Media banners for the purposes of Pricing

From: Robert Knight <rKnight_at_corp.RU4.COM>
Date: Fri 02 Feb 2001 10:39:49 -0600

SALLY <salinka_at_earthlink.net> WROTE:
> While I have to admit to only getting a piece of this
> original post, pricing usually is higher as many
> publishers need to add time for testing the banner. For
> example, if I send a GIF anim to a publisher,
> turn-around time from deployment to posting is about 48
> hours. With rich media, tack on about 3-4 working days.
> It's still a new medium so glitches can happen and
> everyone has different specs!

Sally,

The delay in getting rich media tested by a publisher is
really a thing of the past. By taking advantage of a
real-time ad serving solution, you can get a generic tag
approved by a publisher at the beginning of a campaign.
As you say, this usually takes no more than 48 hours.

The power of using a real-time ad serving solution is that
you can then substitute content and different media types
without re-approaching the publisher. Less work for the
publisher and dramatically less work for advertisers as
well! There is no reason in this case that a publisher
should charge more based on the type of content you are
showing, unless the publisher is covering the bandwidth
cost of serving the object (see below).

To me, the higher cost of rich media is in development
and serving. 1) Development: sometimes rich media
requires some sophisticated programming skills, thus
warranting a higher cost. However, we've been able to
produce even the most sophisticated rich media objects
(identical to an ePod Showcase, BlueStreak or Enliven
banners) for between $2,500 and $5,000. If you amortize
that over enough impressions, it comes out to a pretty
insignificant cost. 2) Higher serving costs are just
a function of rich-media sometimes requiring more
bandwidth; eg, interstitials or Superstitials which
have larger file sizes.

For more on these issues, take a look at: www.ru4.com.

Kind regards,

Robert Knight, ru4.com
AD, Finance & Operations
435 Hudson Street, Floor 7 / New York, NY 10014
phone 212.741.4222 / fax 212.741.4224 /
email: rknight_at_corp.ru4.com <mailto: rknight_at_corp.ru4.com>





Received on Fri Feb 02 2001 - 10:39:49 CST